Ernst & Young Marketing Conference<br />January 2011<br />A Passion For Better Marketing<br />Justin Basini<br />www.basin...
FEEL<br />THINK<br />DO<br />© Justin Basini, 2011<br />
A Passion for Better Marketing<br />1/31/2011<br />A Passion for Better Marketing – Ernst & Young Conference<br />© Justin...
COMMODITISATION<br />GROWTH<br />DIFFERENTIATION<br />© Justin Basini, 2011<br />
5<br />© Justin Basini, 2011<br />
6<br />2,000% PREMIUM<br />1p per 10g<br />20p per 10g<br />© Justin Basini, 2011<br />
COMMODITISATION<br />There are no commodity markets, only commodity marketing<br />© Justin Basini, 2011<br />
GROWTH<br />In most markets growth has stalled which means the game has changed<br />
Hunting<br />for growth opportunities<br />Stealing share<br />from competitors<br />
10<br />DIFFERENTIATION<br />How important is it to be different?<br />
Different? <br />
The top 20% most differentiated companies account for 66% of the growth in the market<br />20%<br />56%<br />Source: Deuts...
Different?<br /><ul><li>Product
Delivery
Message
Look & Feel
Content
Attitude
Culture
People
Innovation</li></ul>DIFFERENT?<br />
1/31/2011<br />14<br />
FEEL<br />THINK<br />DO<br />© Justin Basini, 2011<br />
THINK<br />© Justin Basini, 2011<br />
THINK<br />Become an intelligent business<br />1<br />2<br />Spot and  exploit trends<br />Understand the customer experie...
18<br />© Justin Basini, 2011<br />
19<br />1<br />Generate great content and ideas<br />Make the content compelling – any place, any channel, any time, anywh...
© Justin Basini, 2011<br />
1/31/2011<br />21<br />© Justin Basini, 2011<br />
1/31/2011<br />22<br />© Justin Basini, 2011<br />
FEEL<br />ENERGY & MOMENTUM<br />CREATIVITY<br />© Justin Basini, 2011<br />
© Justin Basini, 2011<br />© Justin Basini, 2011<br />
Momentum counts for a lot in professional services – how do you become the brand with momentum <br />TIME<br />Source: Deu...
1/31/2011<br />26<br />CREATIVITY<br />© Justin Basini, 2011<br />
1/31/2011<br />27<br />© Justin Basini, 2011<br />
2007<br />Change in Key Concepts in Financial Advertising and Branding<br />Opportunity<br />Expertise<br />Security<br />...
© Justin Basini, 2011<br />© Justin Basini, 2011<br />
© Justin Basini, 2011<br />
© Justin Basini, 2011<br />
2009<br />Change in Key Concepts in Financial Advertising and Branding<br />Security<br />Expertise<br />Home<br />Opportu...
© Justin Basini, 2011<br />
© Justin Basini, 2011<br />
© Justin Basini, 2011<br />
© Justin Basini, 2011<br />
© Justin Basini, 2011<br />
© Justin Basini, 2011<br />
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A passion for better marketing Ernst & Young Marketing Conference Presentation

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A Passion for Better Marketing was the theme of the January 2011 Ernst & Young Marketing Team Conference that I was invited to speak at. This is the presentation that I gave to an engaged and lively session where some of the big questions got asked - why are we different? How do we win? How can I make a difference?

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  • So the important point here is that context is immensely important.I believe that many of the principles of building brands are common across all industries. This is because they are based on the psychology of ideas and this doesn’t change across categories. However for me these principles are applied in a completely different corporate and consumer context which means that building financial services brands needs a very different approach that other categories. And so I’d like to spend the next few minutes exploring some of these differences in context in the building of financial services brands. But first I can see that after 40 minutes of presentations some of you are flagging so let’s start with a quiz.
  • So the important point here is that context is immensely important.I believe that many of the principles of building brands are common across all industries. This is because they are based on the psychology of ideas and this doesn’t change across categories. However for me these principles are applied in a completely different corporate and consumer context which means that building financial services brands needs a very different approach that other categories. And so I’d like to spend the next few minutes exploring some of these differences in context in the building of financial services brands. But first I can see that after 40 minutes of presentations some of you are flagging so let’s start with a quiz.
  • The strategic goal of marketing in many businesses is to create a differentiated position in the market that gives you competitive advantage through cheaper cost of sales or price premium for example. Of the many principles that we could consider this is perhaps one of the most fundamental. Actually I’m not sure this has been proven effective for the main stream brands in financial services. If we look at our banks for example. A highly consolidated and inert market with very little to split apart the businesses products, performance or promise. Certainly not enough to encourage mass switching to occur except maybe in those more liquid and more easily gamed products like credit cards. After the disaster of the past few years I would observe that even more than usual our large financial services providers have hunkered down removing any obvious claims to be different and creating a melle of red, blue and green in the middle.I wonder whether actually there is an important insight that comes from this – that in highly consolidated markets where products are complex and risky, where human interaction is the key lever to get right, that actually the main difference between financial services brands and other categories is that....
  • Financial services are delivered through people and are long term relationships. And people are much harder to manage than a shampoo formulation.This gives us a paradox - that despite the fact that financial services organisations are rational, numbers driven places, at the heart of their business is humanity. The humanity of people delivering the end customer experience and the human beings choosing to buy or not. And the impact of human based delivery is unique amongst mass market product categories. In this regard banking is still a professional service more akin to the lawyer or accountant. Despite the commoditisation and intermediation of technology into financial services the product experience is often made or broken by a human interaction whether that be through a call centre, branch or online chat. In financial services the brand should be something to get behind rather than hide behind
  • A passion for better marketing Ernst & Young Marketing Conference Presentation

    1. 1. Ernst & Young Marketing Conference<br />January 2011<br />A Passion For Better Marketing<br />Justin Basini<br />www.basini.com www.i-allow.com<br />© Justin Basini, 2011<br />
    2. 2. FEEL<br />THINK<br />DO<br />© Justin Basini, 2011<br />
    3. 3. A Passion for Better Marketing<br />1/31/2011<br />A Passion for Better Marketing – Ernst & Young Conference<br />© Justin Basini, 2011<br />3<br />My Better Marketing Goal is:<br />I NEED TO DO: <br />I NEED TO THINK:<br />I NEED TO FEEL:<br />
    4. 4. COMMODITISATION<br />GROWTH<br />DIFFERENTIATION<br />© Justin Basini, 2011<br />
    5. 5. 5<br />© Justin Basini, 2011<br />
    6. 6. 6<br />2,000% PREMIUM<br />1p per 10g<br />20p per 10g<br />© Justin Basini, 2011<br />
    7. 7. COMMODITISATION<br />There are no commodity markets, only commodity marketing<br />© Justin Basini, 2011<br />
    8. 8. GROWTH<br />In most markets growth has stalled which means the game has changed<br />
    9. 9. Hunting<br />for growth opportunities<br />Stealing share<br />from competitors<br />
    10. 10. 10<br />DIFFERENTIATION<br />How important is it to be different?<br />
    11. 11. Different? <br />
    12. 12. The top 20% most differentiated companies account for 66% of the growth in the market<br />20%<br />56%<br />Source: Deutsche Bank survey of the effect of brands and advertising on 50 global brands in 5 sectors, 2008<br />
    13. 13. Different?<br /><ul><li>Product
    14. 14. Delivery
    15. 15. Message
    16. 16. Look & Feel
    17. 17. Content
    18. 18. Attitude
    19. 19. Culture
    20. 20. People
    21. 21. Innovation</li></ul>DIFFERENT?<br />
    22. 22. 1/31/2011<br />14<br />
    23. 23. FEEL<br />THINK<br />DO<br />© Justin Basini, 2011<br />
    24. 24. THINK<br />© Justin Basini, 2011<br />
    25. 25. THINK<br />Become an intelligent business<br />1<br />2<br />Spot and exploit trends<br />Understand the customer experience<br />3<br />© Justin Basini, 2011<br />
    26. 26. 18<br />© Justin Basini, 2011<br />
    27. 27. 19<br />1<br />Generate great content and ideas<br />Make the content compelling – any place, any channel, any time, anywhere<br />2<br />© Justin Basini, 2011<br />
    28. 28. © Justin Basini, 2011<br />
    29. 29. 1/31/2011<br />21<br />© Justin Basini, 2011<br />
    30. 30. 1/31/2011<br />22<br />© Justin Basini, 2011<br />
    31. 31. FEEL<br />ENERGY & MOMENTUM<br />CREATIVITY<br />© Justin Basini, 2011<br />
    32. 32. © Justin Basini, 2011<br />© Justin Basini, 2011<br />
    33. 33. Momentum counts for a lot in professional services – how do you become the brand with momentum <br />TIME<br />Source: Deutsche Bank analysis of M&A advisory market 1998-2005 <br />© Justin Basini, 2011<br />
    34. 34. 1/31/2011<br />26<br />CREATIVITY<br />© Justin Basini, 2011<br />
    35. 35. 1/31/2011<br />27<br />© Justin Basini, 2011<br />
    36. 36. 2007<br />Change in Key Concepts in Financial Advertising and Branding<br />Opportunity<br />Expertise<br />Security<br />Vision<br />Winning<br />Reliabilty<br />Leadership<br />Simplicity<br />Guidance<br />Nurturing<br />Family<br />Challenge<br />Performance<br />Real<br />Home<br />Partnership<br />Excellence<br />Authenticity<br />Aspiration<br />Identity<br />Service<br />Togetherness<br />Dedication<br />Pride<br />Trust<br />Commitment<br />Balance<br />Character<br />Growth<br />Future<br />Goals<br />Connection<br />Care<br />Risk<br />Loyalty<br />Experience<br />Innovation<br />Faith<br />Tradition<br />Moderation<br />Integrity<br />Roots<br />Stability<br />Comfort<br />Dreams<br />© Justin Basini, 2011<br />
    37. 37.
    38. 38. © Justin Basini, 2011<br />© Justin Basini, 2011<br />
    39. 39. © Justin Basini, 2011<br />
    40. 40. © Justin Basini, 2011<br />
    41. 41. 2009<br />Change in Key Concepts in Financial Advertising and Branding<br />Security<br />Expertise<br />Home<br />Opportunity<br />Winning<br />Reliabilty<br />Vision<br />Leadership<br />Guidance<br />Real<br />Nurturing<br />Challenge<br />Performance<br />Family<br />Partnership<br />Excellence<br />Authenticity<br />Future<br />Service<br />Identity<br />Pride<br />Togetherness<br />Tradition<br />Trust<br />Dedication<br />Commitment<br />Balance<br />Character<br />Goals<br />Aspiration<br />Care<br />Moderation<br />Simplicity<br />Connection<br />Risk<br />Loyalty<br />Experience<br />Faith<br />Growth<br />Dreams<br />Innovation<br />Roots<br />Stability<br />Integrity<br />Comfort<br />© Justin Basini, 2011<br />
    42. 42. © Justin Basini, 2011<br />
    43. 43. © Justin Basini, 2011<br />
    44. 44. © Justin Basini, 2011<br />
    45. 45. © Justin Basini, 2011<br />
    46. 46. © Justin Basini, 2011<br />
    47. 47. © Justin Basini, 2011<br />
    48. 48. © Justin Basini, 2011<br />
    49. 49. © Justin Basini, 2011<br />
    50. 50. THE NEED FOR SPEED<br />DO<br />© Justin Basini, 2011<br />
    51. 51. 43<br />Time to market is 10% of what it was 20 years ago<br />1<br />Fast-prototyping<br />Collaboration so ideas don’t get shot down<br />2<br />Clear, accountable, and demonstrable goalposts<br />3<br />© Justin Basini, 2011<br />
    52. 52. 1/31/2011<br />44<br />Get Engaged! Get Connected!<br />Connected within the team<br />1<br />Connected with the strategy and brand<br />2<br />Compelling and passionate about what you can contribute<br />3<br />© Justin Basini, 2011<br />
    53. 53. © Justin Basini, 2011<br />
    54. 54. My first book out in June 2011<br />Find it on Amazon (search Basini) and feel free to pre-order it!<br />Thanks!<br />© Justin Basini, 2011<br />
    55. 55. Ernst & Young Marketing Conference<br />January 2011<br />A Passion For Better Marketing<br />Justin Basini<br />www.basini.com www.i-allow.com<br />© Justin Basini, 2011<br />
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